Behavioral change communications and other things I learned at the gym.
If your answer to most questions about consumer messaging is: “It depends,” this is for you.
It finally caught up to me. For most of my life, I’d been able to eat pretty much what I want and still fit the description “tall and thin.” Then one day, my pants were too tight in the waist. It was so gradual I didn’t notice. Until it became too uncomfortable not to notice.
Then I became the two hundred ten millionth American who decided it was time to start an exercise program. Should I start running? I wouldn’t keep it up. A gym membership? Not my scene/what a racket.
The only way I knew I would succeed was to invest in a trainer. I knew this because I am cheap. If I paid money to commit to a specific time to work out, I’d work out. And I’d do it without fail because wasting money is anathema to me. Being cheap would make me eat better too. I could clearly picture myself thinking “given the fortune I’ve invested in a trainer,” and then saying “I’ll have the salad.”
My decision to hire a trainer was the first thing that came to mind when I ran across Gretchen Rubin’s The Four Tendencies. The book shares a simple personality framework based on one’s responsiveness to inner and outer expectations. The premise is that people tend to fall into one of four distinct personality types.
If you are in the business of changing behavior, insights from The Four Tendencies can be profound. It can transform how you communicate to clients. Understanding what motivates them is step one.
The Upholder
I’m an upholder: influenced by inner and outer expectations, governed by schedules and routine. It was in July of 2012 that I made the decision about a trainer. And I’ve seen one on Mondays and Wednesdays at 5:30 pm every week since. Vacations and a global pandemic have been the only exceptions.
Lest that sound self-congratulatory, consider this. Not once has anyone ever asked me: “how do you stay in shape?” I’m a threat to no one at Men’s Health. And per the classic upholder, I’ve said “no” to helping others or social outings because: “Sorry, I have a prior commitment.”
Behavioral Change Communications Takeaway:
Upholder’s hate failure, so if your clients are part of a protracted treatment prone to relapses, (fill in addiction-related cause here), stress that setbacks can be part of the process. Make course-correction part of the plan. This is where empathic messaging that acknowledges situational changes can be key. You need to keep upholders engaged, even in the face of setbacks.
The Obliger
That brings up the obliger. Obligers make me feel selfish. They are fully committed – until someone else needs them. They go to the gym every week until a friend needs help moving, or painting or anything else that demands selflessness and goodwill. Should said friend be moving into a third-floor walk-up, all the better.
Behavioral Change Communications Takeaway:
Behavioral change for those who struggle with self-care is a struggle indeed. This is where coaches, sponsors and support groups play a key role. Since starts and stops are the norm for obligers, they need constant communication. (I’ll get into the concept of nudging in the weeks ahead.) The fundraisers among us live this, so let’s learn from them.
Customer Relationship Management (CRM) systems help development officers maintain and cultivate relationships with donors. Digital marketing can help you stay better connected with clients. Think email and retargeting visitors to your website. You worked too hard to get someone into your ecosystem not to give them a way back in after a lapsed engagement.
The Questioner
Logical and efficient, questioners justify priorities and perfect processes. Quick to share research and knowledge, they need to know not only why, but also why now? Of course, the questioner tends not to like being questioned.
Behavioral Change Communications Takeaway:
Your website needs to be built for the questioner. FAQs are a given. An interactive series of questions that yields a customized program or recommendation – even better. The questioner is your most important audience because they drive word-of-mouth communication. Give them the tools they need to refer others to you. Allow them to rate your service. Advertise to them on social media and let them be your communications vehicle.
The Rebel
Not much to explain here. Give them the information they need to make their own choice.
Behavioral Change Communications Takeaway:
With rebels, knowing what not to do is key.
Don’t persuade. Question instead. Put them in control. Let them choose the outcome.
Don’t judge. Shame is a lousy weapon for this group. Rebels find consumer education campaigns as judgmental and off-putting.
Those of you in public health are probably familiar with the Information, Consequences, Choice sequence. “You have X condition. If you don’t treat it, Y will happen. This treatment will keep you healthy.” Use this formula to steer clear of both judgement and persuasion.
Hopefully, The Four Tendencies’ construct can guide you in creating communications that both connect with your audience and drive demand for your services. There’s no one answer. It does indeed depend. But that doesn’t mean you can’t factor the tendencies into your communications program.
If you’d like to talk through your program in detail, let me know. I’d love to schedule a time to talk, provided it’s not at 5:30 pm on Monday or Wednesday.
Thanks for the difference you make,
Kevin
